problem 4: Highly profitable customer get special attention, while the unprofitable customers get poor service or are frequently fired. What are the ethical and social issues includes in these practices?

problem 5: Could CRM be misused? How and Why?

problem 6: Given the commoditized nature of numerous markets nowadays, do CRM and its related focus on quality, value and satisfaction make sense? If price is the only true means of differentiation in a commoditized market, why must a firm care about quality? Describe.

problem 7: Of the two types of customer expectations, sufficient performance expectations fluctuates the most. describe situations that might cause sufficient expectations to increase, thereby narrowing the width of the zone of tolerance. What might a firm do in such situations to accomplish its satisfaction targets?

problem 8: Think about all of the organizations with which you maintain an ongoing relationship (banks, doctors, schools, accounts, mechanics, and so forth). Would you consider yourself to be unprofitable for any of such organizations? Why? How might each of such organizations fire you as a customer? What would you do if they did?

problem 9: Customer value is consumer’s assessment of the difference between total benefits and total costs. When a consumer orders a t-shirt from online retailer, what are the net benefits and total costs?

problem 10: What do you mean by customer equity? How can a marketer raise its customer equity?

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